November 02, 2011 09:00 ET

IKEA Builds the Biggest Buzz: NetBase Brand Passion Index Hones in on Holiday Decorating

MOUNTAIN VIEW, CA--(Marketwire - Nov 2, 2011) - NetBase, the Social Media Insight & Analysis company, today announced the latest Brand Passion Index, which measured consumer passion for six different chains selling home furnishings and décor, in time for the start of the winter holiday season. The Index used the NetBase Insight Workbench to pull out the opinions, emotions and behaviors expressed by online consumers for the following brands: Crate & Barrel, Williams-Sonoma, IKEA, Bed Bath & Beyond, Cost Plus and Pottery Barn. The surfaced data was analyzed using these three key metrics: share of buzz, net sentiment and passion intensity.

Using the Insight Workbench, NetBase discovered that all of the brands had predominantly positive feedback from social media; but when it comes to shopping for home décor, affordability has become very important to the consumer. IKEA generated 78% of the overall chatter, and Bed Bath & Beyond came in 2nd with 9% of the buzz. Despite an enormous share of buzz, however, IKEA had a Net Sentiment score of 63 and a Passion Intensity score of 76, landing the Swedish chain more in the middle of the pack with these metrics. Williams-Sonoma, one of the higher-end brands, captured a comparatively smaller share of buzz, but generated the highest Net Sentiment score, with 76, as well as the highest Passion Intensity score, with 87.

Verbatim surfaced about IKEA illustrated that online consumers can't stop talking about the Swedish chain because it's a one-stop shop where they can find everything, from furniture and decorations to even meatballs. Consumers applauded everything from the price tag to the food court, even noting how much they enjoy assembling the products. However, the quality of the furniture was also called into question.

I even like putting together Ikea furniture!

I also like Ikea for inexpensive options

@carolineflack1 IKEA Meatballs are the best :)

Trips to IKEA excite my life!

A trip to IKEA yielded an interesting purchase -- a cart for my baking supplies!

Also, ikea furniture is known to fall apart, so be careful

My wonderful Ikea bed is slowly falling apart...

Bed Bath & Beyond scored solid Net Sentiment and Passion Intensity numbers, both metrics generating a 72. Verbatim showed that that this is due to the huge variety of products and wallet-friendly deals the chain often offers.

Registry advice: Bed Bath & Beyond was an amazing experience

If you know what you want and are particular about patterns etc. then Bed Bath & Beyond will make it easier because of the selection

Bed Bath & Beyond is the best place to shop

Bed Bath & Beyond was by far the best place we went to

Bed Bath and Beyond has a few great deals that include FREE SHIPPING

On the more expensive side of the spectrum, Williams-Sonoma pleased online consumers with its high-quality products and its extensive, well-endorsed recipes.

But I do like to peruse a few, Williams Sonoma being one. I tell you they have the best gadgets and kitchen goodies

Williams Sonoma has the best damn peppermint bark I've ever had

We found this wonderfully yummy resource about a year ago, and every recipe we have tried from the Williams-Sonoma website has been fabulous!

Williams-Sonoma is the coolest place ever

I've come to terms with the fact that William Sonoma is one of my favorite places!!

Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.

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About NetBase
NetBase Social Media Insight & Analysis helps marketing teams make smarter business decisions faster. We deliver tools and scorecards that give market researchers and brand managers a reliable way to understand online brand equity, analyze and compare consumer passion, and generate deep insights that answer their "why" questions. Serving hundreds of corporate customers, our products were developed in partnership with five of the top 10 CPG companies, including Coca-Cola and Kraft, and are used by five of the top 10 market research firms, including J. D. Power & Associates and GfK. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit:, @Net_Base, our facebook NetBase page, LinkedIn, or YouTube.

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